Word: product
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After weeding through those raw materials, Green made his own adjustments before presenting the final product to the other members of UROC...
...Political candidates are seen in many ways as a product today, so the process in a lot of ways is similar," says Don Hinman, a data-quality expert at Acxiom. But you can't always sell candidates like soap. Rules of branding don't apply when your product changes his policies every two months. If a party doesn't have a strong candidate with a resonating message, no software in the world will solve that problem. In a nation split down party lines, though, any gain contributed by fancy systems or any loss caused by glitches or misinterpretation could alter...
...Whirlpool can pull off a glamorous product introduction, any brand can apply a little gloss. The mystery therefore extends to getting it right. The plethora of bad glamour out there makes good stuff look even better. Given the clutter that chokes our every day, real glamour may even be the last marketing strategy with any dignity...
...generations of newspaper readers," says John O'Loughlin, general manager of the Chicago Tribune's RedEye edition, a youth-oriented daily that competes with the Chicago Sun-Times's Red Streak. The industry hopes to hook the kids now and eventually have them trade up to the marquee, paid product. In an early rumbling of that hoped-for switch, RedEye manages to sell about 15% of its copies at 25¢ apiece...
...with a lot of money and a questionable reputation," says Paul Leinberger of NOP World, a market-research firm. "Nowadays it's a personal decision, just a few dollars away at the mall." Glamour is no more the exclusive preserve of extraordinary women or even of traditional feminine beauty products like makeup, clothing and hair color. Welcome to glamour 2004, the marketing strategy. The idea is to cover mass brands with a thin veneer of glamour to differentiate them from the competition, regardless of whether the product or service is even remotely fabulous. Successful practitioners are selling everything from washing...